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HomeNewsEnterprise ITIntegrating WhatsApp with CRM to improve business outcome: Here's how

Integrating WhatsApp with CRM to improve business outcome: Here’s how

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Slowly, more and more CRM companies are offering customized API’s to integrate WhatsApp messages with their offering leading to tracking the flow of communication easy for SMBs.

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Do you remember the days when you lived without ? Imagine having to live like that again. You would find it tough, wouldn't you? Well, not without reason. In February this year, Mark Zuckerberg shared that WhatsApp has a whopping 1.5 billion global users. 200 million of them (or over 13 percent) are in India alone. He stated that 60 billion messages get exchanged on the platform daily. It's hard to estimate how large the volume of messages shared in India comprises that number, but it must certainly be high.

Most SME businesses –owners and employees alike – are present on WhatsApp. It's one of the most widely used apps in the SME sector. Enquiries, rates, confirmations of orders, intra-office communication and much more, get exchanged by the droves on the platform every single day. It won't be too much to claim that the app is an integral part of the SME sector's functioning today.

But WhatsApp has one fundamental, albeit deliberate, limitation. The app doesn't provide its API. This makes tracking the flow of communication an arduous task for SMEs.Obviously, the reason for not providing an API is that just like Facebook and Instagram, WhatsApp wants users to stay on its platform for as long as possible.

Until recently, service providers didn't have a solution to this limitation. But not anymore. Slowly, more and more CRM companies are offering customized API's to integrate WhatsApp messages with their offering.

Limesh Parekh, CEO of Enjay IT Solution says, “In today's times in India, WhatsApp is used more than anything else. Integrating WhatsApp with CRM works as a force multiplier for both the platforms. Enjay CRM can not only send and receive WhatsApp messages, but it can also work as an automated workflow which is very useful for lead nurturing or customer on boarding”.

Here are 6 examples how the integration benefits small and medium enterprises:

Lead nurturing: Send brochures, images and videos to prospects based on their recent interaction with your team.

Follow Ups: Send automated messages with details of your products to prospects

Order tracking: Automate notifications and information about order tracking details to your customers. This is something that most SME's struggle to manage.

Collect feedback: Automate sending links to customers to collect feedback after an order has been completed.

Keyword-based action: Automate actions within your CRM tool based on specific keywords that your customers use. For instance, the word ‘Support' can automatically create a support ticket and assign it to the respective team member.

Did we mention that you can now register a landline number on WhatsApp also? That, coupled with the CRM tool communicating with the app, means messages get sent automatically through your tool and not your mobile device. You can now work peacefully rather than get disrupted by WhatsApp messages every two minutes.

These are just some examples of the myriad of benefits the integration of WhatsApp and your CRM can bring to your business.

SP Toshniwal, Founder and CEO of ProStocks said, “ProStocks has Enjay CRM solution integrated with SMS, telephony, email, support ticket, back office IVR and WhatsApp messaging. ProStocks is using WhatsApp integration to support enquiries and clients with publicly available FAQ and tools on its website. ProStocks is not using WhatsApp for client confidential information. Our Clients are extremely happy because now they get required information on WhatsApp. This is revolutionary”.

As mentioned before, not all CRM tools offer the API to integrate WhatsApp with them. But this feature can give you control over the one asset which you find toughest to handle – time. Imagine how much manual-work you'll save by automating these actions. Won't it be at least 40 percent? Now imagine how much more work can get done at your workplace with 40 percent more time. Enough to give you an advantage over your competition, isn't it?

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Sanjay Singh
Sanjay Singh
Sanjay Singh covers startups, consumer electronics and telecom for
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